Special issue International Journal of Internet Marketing and Advertising, vol. 5, 1/2, 2009
Guest editors : C. Gauzente & C. Gonzalez
In February 2008, the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) announced that “Internet advertising revenues for 2007 are estimated to grow to $21.1 billion, a 25 percent increase over the previous revenue record of nearly [...]
Archive for June, 2009
A consumer stance at search engine marketing
June 4, 2009Privacy
June 4, 2009The privacy issue has been my entry door to online marketing and, more generally, wireless marketing topics.
Online environment is now part of everyday life. However, trust is still an important issue for online merchants. This explains why there is an increasing interest in “trust busters” by the general consumer. Trust busters entail, among other, [...]
Q-method
June 4, 2009This book offers a panorama of research methods – qualitative and quantitative – used in management sciences and social sciences. It is edited by P. Roussel and F. Wacheux. The chapter I wrote is dedicated to q-method, a method designed to “study human subjectivity”, as stated by Williamsom.
Visit also the qmethod website.
Time & market orientation
June 4, 2009Since the formalization of the market orientation concept in the 90’s (Kohli and Jaworski 1990; Narver and Slater 1990), empirical investigations were mainly devoted at the exploration of its impact on business performance (Slater and Narver 1994; Jaworski and Kohli 1993; Greenley 1995). As the associations were not always clear, researchers suggested that delayed effects [...]
Market orientation & Marketing for the 21st century
June 4, 2009This handbook is directed by Pr. A. Ranchhod (Solent University) and I contributed to it. It attempts at developping a vision of the hot topics of marketing practice in coming years.
Crisis Marketing & Communication
June 4, 2009This handbook (in french) is dedicated to crisis marketing and crisis communication. It attempts to link consumer behavior and public opinion to the implementation of marketing and communication during crisis periods, including product-harm crises.
